As the LCBO kicked off their latest campaign today, they also get ready for a special benefit concert and whisky tasting event at Toronto’s The MOD Club taking place on Thursday, October 20. The campaign is called “Whiskey Rocks” which is helps to celebrate whiskey and music, and proceeds of the event will benefit the Dixon Hall, a United Way member agency, and its Music School program, which provides youth with music instruction and opportunities to attend music camps across Ontario.
Music performances are by Big Sugar, Divine Brown, Rehan Dalal and a surprise encore appearance, along with a sampling of four new whiskies and light hors d’oeuvres. Tickets can be purchased from www.ticketbreak.com.
This marks the second time the LCBO is running their ‘Whisky Rocks Online Music Competition’ as part of the four-week, in-store promotion. The contest invites aspiring musicians to arrange a song and video to show what Whisky Rocks means to them.
During the contest, solo artists and bands are challenged to provide the music and a video to lyrics penned by former Big Wreck frontman, Ian Thornley. Contestants can enter by submitting their music videos online at www.whiskyrocks.com until October 21. Consumers can vote online for their favourite submissions from October 21 toNovember 2. The top five finalists will be announced on November 2, with the winner chosen by a panel of five judges on or around November 14. Judging will be based on the following criteria: commercial applicability, song composition, musicality, image and style and star factor.
The winner will receive a full-day recording session in the Vespa Studio where Thornley recorded Fade Away, the song serving as inspiration for this competition. The prize also includes studio time with Thornley and his engineerEric Ratz. Valued at $10,000, this opportunity could help turn an aspiring musician into a household name. Full contest details can be found at www.whiskyrocks.com.
LCBO stores will be showcasing 80 whiskies from Canada, Scotland, Ireland, France, Belgium,India, Japan and the U.S., including new niche, artisanal and award-winning whiskies. New products include CrownRoyal Black, Collingwood Canadian Whisky, Four Roses Bourbon, Revel Stoke Spiced Whisky and Spicebox Spiced Whisky.
Many of these products will be featured year-round along with the existing portfolio of whisky classics in LCBO’s Whisky Shop section. Showcased in 90 LCBO stores, Whisky Shop displays offer 24 products continuously and, on a rotational basis, updated quarterly. New products exclusive to the Whisky Shop include: The Belgian Owl Single Malt Whisky, Glenrothes John Ramsay, Duncan Taylor Rare Auld Single Malt Cragganmore.
LCBO whisky sales are projected to top $566 million in 2011-12 – more than $26 million higher than the last year. Canadian whisky is expected to account for more than $380 million in sales. This year, Irish whiskey leads all whisky segments in growth, up 22 per cent over last year, while U.S. whiskey continues to trend well with sales almost 15 per cent above last year.
The promotion is also supported by a 36-page, magazine-style, newspaper insert that reveals how whisky is setting new standards.